Contents · About 8 min read
- This month’s talking point: the stadium’s hand lettering became the club typeface, FFC Original
- What kind of team is Fulham now: a new manager and a new shirt sponsor
- Ground layout: which stand should you sit in?
- How to get tickets: based on the club’s official guidance
- Matchday route and what you can bring
- A working marketer’s one-line verdict
📱 View as card news
If you are planning to see Fulham in person, it helps to know Craven Cottage, the club’s home on the Thames in London. It is one of the few Premier League grounds that still uses classic stands with brick exteriors.
I wrote this as a working club marketer, based on the club’s official guidance, so that English-speaking visitors do not get lost on matchday. It first covers the typeface story that got attention this month, then the rules on tickets, entry and what you can bring.
The checking date is November 4, 2026. This is not a piece written from a visit; I cross-checked official pages and press reports, so recheck anything that changes often, such as fixtures and prices, on the club’s pages.
This month’s talking point: the stadium’s hand lettering became the club typeface, FFC Original
In mid-October, design outlets presented Fulham’s new visual identity. The Manchester-based agency Music led the work and F37 Foundry developed it into a type system, and the starting point was hand-drawn lettering found at Craven Cottage.
According to It’s Nice That, the typeface is called FFC Original. It is reportedly used across matchday graphics, social media, campaigns, retail and video.
Central gable of the Johnny Haynes Stand. Photo: Quintin Soloviev, Wikimedia Commons / CC BY 4.0 / edges cropped
One caution: the reports disagree on where the lettering sits. Creative Boom calls it the “side” of the club’s historic home and It’s Nice That says it is “within” the stadium, and neither article points to a specific stand.
The photo above only shows what lettering decoration at the ground looks like; it does not mean this gable is the original of the typeface.
As a marketer, what I like about this case is that the club found its brand asset in something already in the stadium rather than creating a new one. Music’s chief executive Dave Simpson described the lettering as “genuinely Fulham.”
The club’s marketing director Jack Burrows said, in essence, that the club needed an identity that works across its many kinds of fan touchpoints. For visitors, there is now one more small pleasure: noticing the hand-made lettering around the ground.
There is no data yet on how much the new typeface will lift fan revenue or awareness.
What kind of team is Fulham now: a new manager and a new shirt sponsor
Fulham were bought in July 2013 by Shahid Khan, the owner of the NFL’s Jacksonville Jaguars (Sky Sports). On July 8, 2026, the club appointed Alvaro Arbeloa as its new head coach on a three-year deal, and Marco Silva left for Benfica when his contract expired (Sky Sports).
Arbeloa had been Real Madrid’s coach until May of the same year.
The sponsor changed too. In announcements on July 21–22, ClickHouse became the front-of-shirt partner for the men’s first team, replacing SBOTOP.
The size of the deal was not disclosed (Inside World Football, City AM).
Behind it is the Premier League clubs’ agreement to withdraw betting sponsors from the front of shirts from the 2026-27 season (Sky Sports). Clubs that relied heavily on betting are moving to B2B technology companies, and Fulham can be seen as one of the first examples.
The season has started slowly. After a 1-1 draw away at Aston Villa on October 31, Fulham have played nine games with two wins, three draws and four defeats, nine points and 15th place among the 20 clubs (ESPN table).
The next home games are Newcastle on Saturday, November 7 at 3 p.m., then Bournemouth on Sunday, November 29 at 2:05 p.m. (UK time, per ESPN’s schedule). Kickoff times can change, so recheck them on the club’s pages.
Ground layout: which stand should you sit in?
According to the club’s official FAQ (Craven Cottage FAQs), the address is Stevenage Rd, London SW6 6HH and the pitch measures 100 x 65 m. The FAQ gives capacity as 27,000 during the redevelopment of the Riverside Stand.
The club’s ticket guidance on the same site says the Riverside has since fully opened, so I could not confirm whether that number is current.
Riverside Stand (taken in May 2026). Photo: Matt Brown, Wikimedia Commons / CC BY 4.0 / edges cropped
The FAQ describes three home-side stands. The Hammersmith End (7,568) is home fans only and is the loudest area for supporters.
The Johnny Haynes Stand (5,929) is also home only and is a Grade II listed building designed by the Scottish architect Archibald Leitch. Because of its age, some seats have a view blocked by roof-support columns, and the upper tier has wooden seats.
The Putney End (6,230) is shared by home and away fans, with the away allocation capped at 2,700 tickets. The family area is Blocks A, AL, K and KL in the Haynes Stand.
The club officially classifies restricted-view seats and sells them at a discount. Seats where only part of the view is blocked by a pole or railing carry no discount, the club says, so keep that in mind when choosing.
The club’s advice is to ask the ticket office about the view from a specific seat before you book.
How to get tickets: based on the club’s official guidance
You buy tickets on the club’s site by logging in with a free OneFulham account and using the Match Tickets menu. You can also buy by phone (0203 871 0810, weekdays 9 a.m. to 5 p.m.) or at the stadium ticket office (weekdays 9:30 a.m. to 4:30 p.m., and from 9:30 a.m. on Saturday home matchdays), with no booking fee.
Sales start about six weeks before a home game and open first to season-ticket holders and members. General sale is only for what remains and popular games sell out, so the club recommends booking early (Booking Tickets FAQ).
Digital tickets were introduced from the 2024-25 season. If you need to collect pre-booked tickets at the ground, the mobile collection units next to the Johnny Haynes statue open about an hour and a half before kickoff.
The club’s list of official resellers is on the same page, so use official channels rather than private deals. I could not confirm a price list on the club’s pages, so this piece does not print one.
Johnny Haynes statue. Photo: Lewis Clarke, Wikimedia Commons / CC BY-SA 2.0 / edges cropped (changes made)
The club’s FAQ recommends this statue as a meeting point for parties who get separated. On the Hammersmith End side, the George Cohen statue is the reference point.
Matchday route and what you can bring
Entry opens 90 minutes before kickoff, and the club recommends being inside no later than 45 minutes before. The squad enters through the Cottage Gate, and the first team usually arrive about 100 minutes before kickoff, when you can see the players up close outside the gate.
The nearest Tube station is Putney Bridge on the District Line, and because weekend works sometimes change the route, the club advises checking the day’s service on TfL.
There is no car park. For other ways to travel, see the club’s visiting guide.
Outer wall on the Stevenage Road side. Photo: Lewis Clarke, Wikimedia Commons / CC BY-SA 2.0 / edges cropped (changes made)
The bag rules are strict. Bags outside the A4 policy are refused entry, and cameras with interchangeable lenses, selfie sticks, laptops and tablets, cans and flasks, and alcohol are prohibited.
You may bring a crushable, clear plastic bottle of 500 ml or less with no top, which you can fill at the free water stations inside the stadium.
Alcohol is sold inside the stadium, but you cannot drink it within sight of the pitch or take it to your seat, and sales stop 10 minutes before kickoff and resume 15 minutes before half-time. The FAQ also says persistent standing is not allowed.
See the official FAQ for the full list.
The club also publishes the matchday atmosphere. “Bolero” plays just before kickoff, the players come out to “Palladio” with pyrotechnics, and The Clash’s “London Calling” often plays at the start of the second half.
The programme is £3.50–£4 according to the FAQ, though the page may have been posted some time ago.
On days without a match there is also a stadium tour of about 75 minutes. It meets at the Haynes statue and is booked online or by phone (020 3841 9057).
Tour dates depend on how the ground is operating.
A working marketer’s one-line verdict
On convenience alone, Craven Cottage is an awkward stadium. The reasons are seats behind columns, no car park and the strict bag rules.
Yet Fulham did not hide this age; it made it the starting point of the club typeface. A case like this is hard to bring over to a Korean club as it is, but the lesson is clear: dig out the visual assets that already exist in your stadium first.
On the other hand, information visitors actually want, such as restricted-view discounts and the price list, is not easy to find on the English pages, and there seems to be room to improve there.
Fixtures and ticket availability change all the time, so check the club’s official ticket page before you book. The photos in this piece are free-use photos from Wikimedia Commons, with source and license shown under each one.
See Fulham’s food guide and team page too.
Leave a Reply